Meta descriptions allow you to influence how your web pages are described and displayed in search results.

Ensure that all of your web pages have a unique meta description that is explicit and contains your most important keywords (these appear in bold when they match part or all of the user’s search query).

A good meta description acts as an organic advertisement, so use enticing messaging with a clear call to action to maximize click-through rate.

Check your Google™ Webmaster Tools account (Click 'Search Appearance', then 'HTML Improvements') to identify any issues with your meta descriptions, for example, they are too short/long, or duplicated across more than one page.

Improve the Meta Description

Google Preview

Hessler Worldwide and Sharp Select Knife Sets

www.hesslerworldwide.com/

Sharp Select and Hessler Worldwide cutlery are some of the finest knife sets you can purchase.

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This is an example of what your Title Tag and Meta Description will look like in Google™ search results.

While Title Tags & Meta Descriptions are used to build the search result listings, the search engines may create their own if they are missing, not well written, or not relevant to the content on the page.

Title Tags and Meta Descriptions are cut short if they are too long, so it's important to stay within the suggested character limits.

Alt Attribute

‬‬Alternative text is used to describe images to give the search engine crawlers (and the visually impaired) more information to help them understand images, which can help them to appear in Google™ Images search results.

Set a name for all your images

15

Text/HTML Ratio

Medium impactHard to solve

0%

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This page's ratio of text to HTML code is below 15 percent. This means that your website probably needs more text content.

Indexed Pages

Medium impactHard to solve

14 14

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This is the number of pages on your website that are indexed by search engines. It's important to aim to have all of your web pages crawled and indexed by the search engines, as this gives you more opportunity for your website to be found.

A low number (relative to the total number of pages/URLs on your website) indicates that there is an issue, whether it's due to a bad internal linking structure, or you're unknowingly preventing search engines from crawling your pages.

Make sure your website's XML sitemap is present and you have submitted it to the major search engines. Building backlinks to your website's internal pages will also help bots to discover, crawl and index them, while building authority to help them rank in the search engines.

Check Google™ Webmaster Tools under 'Google Index' and 'Crawl' to keep track of the status of your site's indexed/crawled pages.

Write more content

10

Google+ Publisher

Low impactEasy to solve

Your website is missing a rel="Publisher" tag for linking to your Google+ Page.

In-Page Links

While there's no exact limit to the number of links you should include on a page, best practice is to avoid exceeding 200 links.

Links pass value from one page to another, but the amount of value that can be passed is split between all of the links on a page. This means that adding unnecessary links will dilute the potential value attributed to your other links.

Using the Nofollow attribute prevents value from being passed to the linking page, but it's worth noting that these links are still added to the equasion when calculating the value that is passed through each link, so Nofollow links can also dilute pagerank.

IP Canonicalization

To check this for your website, enter your IP address in the browser and see if your site loads with the IP address. Ideally, the IP should redirect to your website's URL or to a page from your website hosting provider.

If it does not redirect, you should do an htaccess 301 redirect to make sure the IP does not get indexed.

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Robots.txt

A robots.txt file allows you to restrict the access of search engine robots that crawl the web and it can prevent these robots from accessing specific directories and pages. It also specifies where the XML sitemap file is located.

You can check for errors in your robots.txt file using Google Search Console (Formerly Webmaster Tools) by selecting 'Robots.txt Tester' under 'Crawl'. This also allows you to test individual pages to make sure that Googlebot has the appropriate access.

Add a robots.txt file

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XML Sitemap

A sitemap lists URLs that are available for crawling and can include additional information like your site's latest updates, frequency of changes and importance of the URLs. This allows search engines to crawl the site more intelligently.

It's important to only include pages that you want the search engines to crawl, so avoid any that have been blocked via your robots.txt file. Check the URLs to ensure that none of them cause redirects or return error codes. This includes being consistent with your URLs, for example, including your preferred URLs (with or without www.), including the correct protocol (http or https) and making sure URLs all end with or without a trailing slash.

URL Rewrite

Clean URLs are not only SEO-friendly but are also important for usability.

Rewrite your URLs and clean them up.

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Underscores in the URLs

Low impactHard to solve

Great, you are not using ‪underscores (these_are_underscores) in your URLs.

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Great, you are not using ‪underscores (these_are_underscores) in your URLs.

While Google™ treats hyphens as word separators, it does not for underscores.

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Blocking Factors

Low impactEasy to solve

Flash: No

Frames: No

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Flash should only be used for specific enhancements. Although Flash content often looks nicer, it cannot be properly indexed by search engines. Avoid full Flash websites to maximize SEO. This advice also applies to AJAX.

Frames can cause problems on your web page because search engines will not crawl or index the content within them. Avoid frames whenever possible and use a NoFrames tag if you must use them.

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Domain Registration

Medium impact

Created 7 years ago

Expires in 2 years

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Domain age matters to a certain extent and newer domains generally struggle to get indexed and rank high in search results for their first few months (depending on other associated ranking factors). Consider buying a second-hand domain name.

Do you know that you can register your domain for up to 10 years? By doing so, you will show the world that you are serious about your business.

10

Blog

Medium impactHard to solve

We have not found a Blog on this website.

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Your website does not have a blog.

In this tough and competitive internet marketing world, content marketing rules. While publishing your content on other sites might be a good strategy, publishing it on your own site garners more benefits.

Starting a blog is a great way to engage with your audience and increase your online visibility by attracting qualified traffic from new sources.

Mobile

Mobile visits

Mobile Friendliness

High impactVery hard to solve

Very Good Very Good

This web page is super optimized for Mobile Visitors

Mobile CSS

Mobile Redirection

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Great, your site is well-configured for visitors from mobile devices. Mobile Friendliness refers to the usability aspects of your mobile website, which Google™ uses as a ranking signal in mobile search results.

Mobile Rendering

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The number of people using the Mobile Web is huge; over 75 percent of consumers have access to smartphones. ‪‬Your website should look nice on the most popular mobile devices.

Tip: Use an analytics tool to track mobile usage of your website.

Touchscreen Readiness

High impactHard to solve

Perfect, the most important buttons/links are large enough to be tapped easily.

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Great, your User Interface allows for visitors to easily tap targets on their touchscreen. To go even further into improving your User Interface, use size and density buckets to accommodate varying device sizes and screen densities.

Mobile Compatibility

High impactHard to solve

Perfect, no embedded objects detected.

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Great, your website does not embed any special types of web content, such as Flash, Silverlight or Java, so your content can be accessed on all devices.

Font Size Legibility

High impactHard to solve

Perfect, this web page’s text is legible on mobile devices.

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You can find additional font recommendations for mobile devices in Google™’s typography guidelines for Android.

Mobile Viewport

Medium impactHard to solve

This page does not specify a viewport, or the viewport is not well configured.

The content fits within the specified viewport size.

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Without a viewport, mobile devices will render the page for a typical desktop screen width and scale it to fit. Pages optimized to display well on mobile devices should include a meta viewport in the head of the document specifying width=device-width, initial-scale=1.

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Mobile Speed

Your mobile/responsive website must deliver and render the “above the fold” content in under one second. This allows the user to begin interacting with the page as soon as possible. Since mobile device CPUs are less powerful than desktop CPUs, speed tips that reduce CPU consumption (for instance JavaScript Parse time) need to be addressed first.

Mobile Frameworks

Mobile or responsive frameworks are an important part of website optimization as they assist developers in creating applications which are applicable to multiple devices.

Usability

URL

http://hesslerworldwide.com

Length: 16 character(s)

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Keep your URLs short and avoid long domain names when possible.

A descriptive URL is better recognized by search engines. A user should be able to look at the address bar and make an accurate guess about the content of the page before reaching it (e.g., http://www.mysite.com/en/products).

Favicon

Resource: Check out this amazing idea for improving the user experience with a special favicon.

Add a Favicon

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Custom 404 Page

Low impactEasy to solve

Great, your website has a custom 404 error page.

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Take advantage of the opportunity to provide a beautiful 404 Error Page for your visitors.

Customize the 404 error page

20

Conversion Forms

Low impactEasy to solve

We could not find a Conversion Form on this page.

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Add a conversion form for repeat visitors. It could be used to sign up for a subscription, get an email address of a visitor or close an online sale. ‪‬‬Converting visitors into prospects/clients is probably the most important goal for your website.

After adding a conversion form to your site, it is important that you optimize your website to boost conversions.

Add a conversion form

Above the Fold Content

Place the most important content above the fold line.

Fold line

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When designing your homepage, make sure that your most important content is placed above the fold (the top section, which is visible without scrolling).

Google's 'Page layout algorithm' was built around feedback from users after many complained that they were having difficulty finding the content that was relevant to their search queries when arriving on webpages.

This means that Google pays attention to your 'above the fold' content, so try to add useful content and avoid including too many ads.

Tip: Check Google Analytics to find out what the most common screen resolutions are among your site visitors.

Page Size

34.6 KB (World Wide Web average is 320 Kb)

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Two of the main reasons for an increase in page size are images and JavaScript files.

Specify the language code in the URL as well (e.g., "mywebsite.com/fr/mycontent.html").

Declare the language used

Printability

We could not find a Print-Friendly CSS

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This is a special CSS style sheet which ensures that unnecessary interface designs and images are left out when printing pages from your site, saving the user a lot of ink.

It is just another way to provide a rich user-experience.

30

Structured Data Markup

Medium impactEasy to solve

No Structured Data Markup has been detected

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Structured Data Markup is used to generate Rich Snippets in search engine results. It is a way for website owners to send structured data to search engine robots; helping them to understand your content and create well-presented search results.

Technologies

Server Uptime

Server IP

216.139.213.144

Server location: Austin

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Your server's IP address has little impact on your SEO. Nevertheless, try to host your website on a server which is geographically close to your visitors. Search engines take the geolocation of a server into account as well as the server speed.

Website speed has a huge impact on performance, affecting user experience, conversion rates and even rankings. ‪‬‬By reducing page load-times, users are less likely to get distracted and the search engines are more likely to reward you by ranking your pages higher in the SERPs.

Conversion rates are far higher for websites that load faster than their slower competitors.

Encoding

Specifying language/character encoding can prevent problems with the rendering of special characters.

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Directory Browsing

Low impactEasy to solve

No

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Great! Your server prevents visitors from browsing your directory by accessing it directly, this is excellent from a security standpoint.

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Server Signature

Low impactEasy to solve

No

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Good, your server signature is off. This is excellent from a security standpoint.

10

SSL Secure

Low impactVery hard to solve

Warning! Your website is not SSL secured (HTTPS).

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Using an SSL certificate creates an encrypted connection between your visitor's browser and your website's server adding an extra layer of security. In 2014, Google™ announced that HTTPS would become part of their ranking algorithm and since your website is not HTTPS, it will likely rank below your HTTPS competitors. When moving to HTTPS, follow these best practices for a smooth transition:

Use a serious issuer to purchase your SSL certificate

Redirect all of your HTTP pages to the HTTPS version of your website

Use a Security Token Service (STS) in your headers

Renew your SSL certificate every year, before it expires

Make sure that all of your content (CSS, etc.) is linked to HTTPS

Update your XML sitemap to ensure the URLs include HTTPS and update the robots.txt file to reference this version